NEW AT TEN. THE CITY OF MILWAUKEE IS SCORING MILLIONS OF DOLLARS THIS WEEK, THANKS TO THE NCAA TOURNAMENT. WISN 12 NEWS TONI VALLIERE IS LIVE AT THE U-W-M WATCH PARTY. TONI, THE GAMES HAVE BROUGHT IN MORE THAN FOUR MILLION DOLLARS. IT'S ALL THANKS TO THOUSANDS OF FANS LIKE THE ONES HERE IT'S ALL THANKS TO THOUSANDS OF FANS LIKE THE ONES HERE AT THE GASTHOUSE. MANY ARE COMING IN FROM ALL OVER THE COUNTRY, BUT MOST OF THEM ARE DRIVING IN FROM NEARBY CITIES. AND WHILE THEY'RE HERE, THEY'RE BUYING MORE THAN JUST TICKETS TO THE GAMES. "I HEAR YOUR HEARTBEAT TO THE BEAT OF THE DRUMS."PEOPLE CROSSING THE STREET 18-THOUSAND BASKETBALL FANS FROM ALL OVER THE COUNTRY CROSSED INTO MILWAUKEE'S DOWNTOWN THURSDAY, READY TO CHEER ON THEIR TEAMS IN THE NCAA TOURNAMENT. LIKE THESE FANS FROM INDIANA, THEY ALSO CAME TO SPEND SOME MONEY. "DEFINITELY THE RESTAURANTS SO FAR, SOME QUALITY RESTAURANTS." NICK GARCIA DROVE 20 HOURS FROM DENVER, COLORADO FOR THE GAME. "YOU FOUND PARKING ALRIGHT, OHHH NO WE DID NOT, PARKING WAS A NIGHTMARE." "TYPICALLY THE FANS WHO TRAVEL HERE SPEND A LITTLE MORE MONEY THAN THE AVERAGE SPORTS FAN." VISIT MILWAUKEE PRESIDENT PAUL UPCHURCH SAYS THE CITY WILL SEE AN ECONOMIC IMPACT OF NEARLY $4.6 MILLION. THAT'S NEARLY TWO AND A HALF MILLION IN DIRECT SPENDING. 'HERE'S HOW IT'S BROKEN DOWN, ABOUT A MILLION DOLLARS IS SPENT ON LODGING AT AREA HOTELS, NEARLY 500,000 IS COMING FROM DRIVERS PAYING FOR PARKING AND OTHERS USING PUBLIC TRANSPORTATION AND 800,000 IS COMING FROM FOOD, BEVERAGE AND RETAIL SALES." ADD TO THAT ANOTHER TWO POINT ONE MILLION IN INDIRECT SPENDING -- THAT'S MONEY SPENT BY RESTAURANTS AND RETAILER ON EXTRA PRODUCTS, SUPPLIES AND STAFF TO MEET DEMAND., SURG RESTAURANT GROUP OWNER OMAR SHAIKH SAYS HE'S GLAD HE BEEFED UP STAFF AT HIS DOWNTOWN RESTAURANTS. "WE PROBABLY DID 30% MORE THAN WE NORMALLY DO." HE'S HOPING TO DO EVEN MORE WITH MANY FANS CELEBRATING A WIN. "CELEBRATION'S THE PLAN, THAT'S THE PLAN." "YOU ALWAYS WANT TO SPEND MORE WHEN YOU WIN." VISIT MILWAUKEE SAYS THE NATIONAL CERAMICS ARTS CONFERENCE IS ALSO GOING ON THIS WEEK, BRINGING IN ANOTHER ESTIMATED $2.3 MILLION DOLLARS. THE ROBOTICS COMPETITION WILL ALSO KICK OFF TOMORROW. AS A RESULT, MOST OF THE HOTELS IN MILWAUKEE ARE BOOKED FULL. LIVE IN MILWAUKEE, TONI VALLIERE WISN 12 NEWS.